mCanvas, the experiential storytelling ad platform for small screens, has created an interactive ad campaign for Mahindra & Mahindra to launch its MUV, Marazzo.
The creative mirrors the shark-inspired design and features of Marazzo. mCanvas created the campaign using its ‘Scroller’ format and activated the accelerometer sensor of the phone. Upon tilting phones left or right, users could see the interior and exterior of the car and experience its various features.
Harish Iyer, EVP, Interactive Avenues, said, “mCanvas’ format hooked the user to the ad with its rich tilt functionality, not only helping in bringing enquiries but also getting the user involved with the launch of the car, thus creating a lasting brand image. mCanvas always pushes the boundaries with innovative ideas and we look forward to this alliance for delighting our clients.”
Reaching close to 3 million users, the campaign is seeing a 2% click-through rate, beating the 0.25% industry average for mobile banner ads. Users are spending 15 seconds on average engaging with the creative. With 25% users interacting with the ad, the campaign has not only generated valuable leads, but has also created strong brand recall.
Vishal Rupani, Co-founder and COO, mCanvas, said, “We’re always up for doing something that adds value to the brand’s communication, while being technically innovative and engaging for the users. For Mahindra Marazzo, we are happy with the response that the campaign is receiving and the way it communicates the brand narrative.”